Every year around this time I am excited to analyze the Advertising Age Hispanic Fact Pack from a digital perspective. Every year I am optimistic that marketers will finally realize that U.S. Hispanics spend most of their time consuming digital…
Some rules in soccer, as in other sports, are based on absolutes: if the ball crosses the touchline it’s out of bounds. The offside rule is different; it’s based on the relative position of players from both teams. Culture has…
Three things are clear. Total market has dominated the multicultural marketing dialogue this year; no one can agree on exactly what total market is and if it’s the right approach; and the 2014 World Cup starts today. I like to…
One of the hottest trends in Hispanic marketing industry is targeting “biculturals,” people who are equally comfortable navigating in two distinct cultures. The term is especially popular in describing second and third generation Latinos in the United States. This group—which…
A few months ago I discussed the launch of Facebook’s Hispanic affinity cluster and how it opened up a new and powerful opportunity for brands to engage with U.S. Hispanics. Earlier this week, many Hispanics celebrated Día de los Reyes…
